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| Beyoncé at a Pepsi photo shoot in October 2012. This will appear as life-size standees in stores starting first quarter 2013. |
New York: PepsiCo and musical superstar Beyoncé have announced a partnership that’s aimed at hitting all the high notes a
celebrity/brand alliance could conceivably offer on a global scale.
The partnership is designed to be a true creative and
wide-ranging collaboration between Pepsi and the 16-time Grammy Award-winning
artist, with the brand and the pop star working together to co-create "amazing
content and experiences intended to benefit both partners while giving the fans
true 'Live for Now' experiences."
“Pepsi and Beyoncé share a passion and enthusiasm for
breaking new ground when it comes to music,” says Brad Jakeman, president of
PepsiCo’s Global Beverages Group. “Beyoncé, who continually defines and
redefines what ‘now’ means for her millions of devotees worldwide, is the
perfect partner and ambassador for Pepsi.”
Beyoncé and Pepsi will come together to craft innovative
content geared to an audience "always thirsting for the latest in exciting music
and digital experiences." Additional
promotional, packaging and social media elements will unfold as Pepsi and
Beyoncé hone their duet to a perfect pitch.
“We’re very excited about the chance to ‘share the stage’
with an iconic star like Beyoncé, while together we create opportunities for rising
stars around the world,” says Frank Cooper III, chief marketing officer of
global consumer engagement for PepsiCo Global Beverages Group. “It’s going to
add up to great new music and fun new experiences for our consumers, helping
them make the most of the moment they’re in. That’s what ‘Live for Now’ is all
about and that’s what this partnership is all about.”